I think that it needs to be candid and honest and forthright. Marketing the zoo means getting people involved with the zoo, all aspects of the zoo, on a regular basis. Most of the aspects of most zoos, most of the time are positive. New exhibits, new programs, baby animals, new arrivals, but sometimes there are negative things, death of an animal or transfer of an animal or a long-time exhibit that everybody has loved has now served its purpose and needs to be closed or completely revamped. You need to be candid and upfront about that as well. I think that that’s the key.